Clarifying the core: From product confusion to narrative confidence
When For:Human™ approached us, they weren’t looking for another copy refresh. They weren’t even sure what they needed. All they knew was that their growth had stalled, their team felt misaligned, and their most important product was being misunderstood — both internally and externally.
At first glance, their brand looked sharp, their design was polished, and their leadership team was seasoned. But under the surface, things were noisy. Sales conversations dragged. Onboarding was inconsistent. And the language they used across pricing, team training, and marketing collateral shifted week to week.
It wasn’t a visual problem. It was a narrative one.
We kicked off our project with a thorough narrative audit, diving deep into various resources such as presentation decks, proposals, onboarding processes, and internal documentation. To gain a comprehensive understanding, we conducted interviews with team members from different departments, including product, marketing, and sales. Our goal was to map out how each team articulated the offer, the overarching mission, and the unique value proposition of our services.
What we discovered was striking. Each department had its own terminology and perspective. The sales team referred to our solution as "a workflow layer," emphasizing its functional aspect. Meanwhile, the marketing team described it as "an empathy engine," highlighting its user-centric approach. The product team, on the other hand, viewed it as "a platform to build with," focusing on its developmental capabilities. While each description held a grain of truth, the lack of a unified narrative created confusion.
This disconnect led to significant friction, not only among our users who struggled to grasp our core message but also within our own team. The misalignment in understanding hindered collaboration and made it challenging to present a cohesive front to our audience.
We worked with the For:Human™ leadership team to create a Strategic Narrative that could be felt across every touchpoint. We aligned the language behind:
Once this story was clear, we didn’t stop there. We rewrote the onboarding flow. We restructured the team handbook. We rebuilt the pricing page — around the new narrative logic.
In the first quarter following our product launch, we observed some remarkable outcomes that truly highlighted the effectiveness of our new positioning strategy. An impressive 96% of our revenue can be attributed directly to this fresh approach, showcasing how well it resonated with our target audience. Additionally, we managed to reduce onboarding time by a significant 41%, allowing new team members to become productive much faster than before. Employee confidence in our messaging soared to an astounding 92% in internal surveys, indicating that our communication efforts were not only clear but also inspiring.
However, perhaps the most profound change was more subtle yet equally impactful: our entire team began to communicate in a unified manner. From the newest junior hires to our CEO, everyone found themselves equipped with the right vocabulary to articulate what we were building and, crucially, why it was important. This newfound clarity fostered a sense of shared purpose and collaboration that had been lacking before, ultimately strengthening our organizational culture and driving us towards greater success.
